---
title: "10 Tips for 100% Successful Distribution: Open 50 More Outlets Every Day!"
description: "When launching a new product, no matter how scientific and comprehensive the marketing plan or how intense the advertising, without distribution coverage, everything is empty talk. To increase sales, you must first increase distribution coverage, which requires a reasonable promotion policy and a first-class sales team to execute it. Many marketers confuse distribution with shelf management, measuring a good salesperson by the 'three diligences': diligent eyes, diligent legs, and diligent mouth. They believe that as long as grassroots salespeople are hardworking and practical, skills are secondary, and diligence can compensate for lack of skill. But is that really the case?"
author: "李庆华"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2018-03-12"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/3EiPo-6D5hIuDToeW0jBKw"
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# 10 Tips for 100% Successful Distribution: Open 50 More Outlets Every Day!

> When launching a new product, no matter how scientific and comprehensive the marketing plan or how intense the advertising, without distribution coverage, everything is empty talk. To increase sales, you must first increase distribution coverage, which requires a reasonable promotion policy and a first-class sales team to execute it. Many marketers confuse distribution with shelf management, measuring a good salesperson by the 'three diligences': diligent eyes, diligent legs, and diligent mouth. They believe that as long as grassroots salespeople are hardworking and practical, skills are secondary, and diligence can compensate for lack of skill. But is that really the case?

When launching a new product, no matter how scientific and comprehensive the marketing plan or how intense the advertising, without distribution coverage, everything is empty talk. To increase sales, you must first increase distribution coverage, which requires a reasonable promotion policy and a first-class sales team to execute it.

Nowadays, many marketers confuse distribution with shelf management, measuring a good salesperson by the 'three diligences': diligent eyes, diligent legs, and diligent mouth. They believe that as long as grassroots salespeople are hardworking and practical, skills are secondary, and diligence can compensate for lack of skill. But is that really the case?

One day, I accompanied the distributor's salesperson to distribute products and conducted a market survey at the same time. By the end of the day, I discovered the root causes of the low distribution rate:

1. The distributor's after-sales service reputation was very poor. They basically didn't handle product exchanges, didn't keep promises, had a long market maintenance cycle, and our product had a short shelf life, so general supermarkets were afraid to stock it.
2. The distribution price in this market was far higher than the manufacturer's suggested price, leaving little profit for the terminals, so they were unwilling to sell.
3. The salesperson's selling skills were indeed too ordinary.

Back at the distributor's place, I summarized my years of grassroots distribution experience and trained the distributor's sales team. The content is as follows:

**Step 1: Know Yourself and Know Your Enemy**
**First:** Understand the selling points, advantages, distribution rate, terminal supply price, retail price, and promotional activities of competing products.
**Second:** Understand the characteristics of the store's business district, its operating conditions, business direction, the personality of the store manager, existing competing brands, and their sales performance.
**Finally:** Be clear about your own product's competitive advantages and disadvantages, and play to your strengths while avoiding weaknesses during the sales pitch. If a salesperson can achieve this during distribution, you have succeeded by 20%.

Step 2: Tempt with Profit
Supermarkets operate for profit. When a supermarket manager considers stocking any new product, the first thing they consider is whether the new product can bring benefits to their supermarket. They mainly look at four points:

**1. Higher profit margins than similar products.**
**2. If profit is similar, the known market sales volume is much higher than similar products.**
**3. Promotional expense support.**
**4. The product has unique selling points or strong brand appeal, even if it doesn't make money, it can attract foot traffic.**

As a salesperson, you must clearly identify which advantage your product has. If you can't explain what returns the product will bring to the customer, everything else is futile! If you can get your customer interested, you have succeeded by 40%.

Step 3: Eliminate Concerns
Supermarket managers consider sales risk as the second factor when choosing a new product.

**1. FMCG products generally have a shelf life. What if they don't sell well? What if they expire?**
**2. Is the supply stable? Can market maintenance keep up? What if the supply can't keep up once the product sells well?**
**3. What is the supplier's reputation? Will they fulfill their promises?**

This requires the salesperson to explain in advance whether they are responsible for product exchanges and returns, and to make commitments on exchange cycles, shelf management cycles, delivery times, etc., according to company requirements. At the same time, introduce the distributor's operational strength and credibility to the customer, and if necessary, sign a sales agreement or promotion agreement.

If you gain the customer's trust, you have already succeeded halfway.

Step 4: Move with Emotion
Humans are emotional creatures, and especially Chinese people value face and relationships. If the store owner is as close as a brother to you or is introduced by friends or relatives, even if selling your product isn't very profitable, they will still stock it. So a good salesperson should learn to make full use of various complex interpersonal relationships around them, which will make distribution efforts twice as effective with half the effort.

Learn to build and expand your network, use relationships to clear obstacles, and your distribution work will succeed by 60%.

Step 5: Reason with Logic
Supermarket managers' third consideration is how to gain greater benefits and resources from the supplier. Hence, the 'difficult customers' that salespeople talk about appear. Their tactics are generally as follows:

**1. Asking for fees** – Other manufacturers provide fee support, so you must pay an entry fee to get into the store.
**2. Demanding price cuts with 'bluffing'** – Other supermarkets get a supply price of 30 yuan, why do you charge me 31 yuan?
**3. Seeking petty advantages** – Why didn't you give me your promotional items? Did you embezzle them? (In fact, there are no promotional items!)
**4. Bullying suppliers due to store size** – My store has high sales volume for this category, so you must offer a lower price than the normal supply price, or I'll sell other brands.
**5. Demanding consignment** – Leave the goods here first, and settle the payment next time when I order more.

If the customer starts bargaining with you, you have already succeeded by 70%. Don't think the customer is being unreasonable; stay calm. As an old Chinese saying goes: 'The one who bargains is the buyer.' This is where your negotiation skills come into play.

Step 6: Compare and Provoke
People have different personalities; some are stubborn, some are competitive. Some supermarkets are well-run, and the owner is self-righteous. When you go to sell your product, they dismiss you before you finish. For such customers, sometimes a different approach can yield unexpected results. 'The XXX supermarket next door sells our product very well. Your store is smaller than theirs, but you have a better location. I dare say if you sell our product, you won't do worse than them.'

If you can skillfully exploit human weaknesses, you have succeeded by 80%.

Step 7: Impart Knowledge
'Impart knowledge' here means: not only rely on rich product knowledge to build an image and establish authority in the customer's mind, but more importantly, fully use your eloquence to persuade the other party. Salespeople should ideally have some talent in this area.

If you are articulate and hit the right points, guiding the customer's thinking to follow you, you have succeeded by 90%.

Step 8: Reverse Roles
In many cases, our customers can't make up their minds, wanting it one moment and not the next, hesitating repeatedly. At this time, the salesperson must not relax. You should stand from the perspective of caring for them, make the decision for them, fill out the order form and have them sign it. Then the customer will be too embarrassed to back out!

If you are meticulous, can grasp the customer's psychological changes, set the trap, and let the customer walk into it themselves, you have succeeded by 95%.

Step 9: Sincerity Can Move Mountains
Even if you've used all your tricks and the customer remains unmoved, it's okay. I have one last unbeatable move.

**1. 'Grind':** As an old Chinese saying goes, 'With time and patience, an iron rod can be ground into a needle.' If they don't want it today, I'll come back tomorrow.
**2. 'Soak':** Use the spirit of courting a girl to 'soak' our customers.
**3. 'Love':** In the book 'The Greatest Salesman in the World', there is a classic quote: 'I will greet this day with love in my heart.' This is the greatest secret of all success. Force can break a shield, even destroy life, but only love has the power to open hearts. Until I master the art of love, I am just a nobody in the marketplace. I will make love my greatest weapon, and no one can resist its power.

They may oppose my theories, doubt my words, disapprove of my attire, dislike my appearance, and even be skeptical of my cheap goods, but my love will surely warm them, just as the sun's rays can melt frozen soil.

If you can fully achieve the above nine points, I am sure no customer can resist your powerful sales offensive.

Step 10: Transcend the Ordinary
Achieving the above nine points at most makes you an excellent salesperson. If you can fully grasp market characteristics and current conditions, pay attention to expanding from points to areas during distribution, focus on key customers, create a batch of model stores to build image, reasonably plan your territory, formulate corresponding market development plans and promotion schemes, and maximize the resources of manufacturers and distributors, then you are not far from becoming a sales manager.

Source: Food Board (ID: tyjspb)
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Contact: zhaobo258@gmail.com · +86 158 5481 7671